For stuff i want to keep, i use Premium media (TY,Hitachi-Maxell,MCC,etc) , basically Japanese developed media. The only decent Non-Japanese media company (Kodak) got out of the business a while ago.
For less important stuff, decent media like Ritek seems ok.
My experiences with other makes of media havn't been very good & in general they will fail sooner rather than later, unless your one of the lucky ones, but why take that risk?
Personally don't think the projected media life-times are attainable for the average user as who can afford a climate-controlled media storage vault?
It's probably safer to just move your data every so often onto newer storage media, if it's important.